Social Media Strategy for a Frozen Food Brand: From Inconsistent Posting to Increased Visibility

When Lucy Digital started working with Supper Club, the problem wasn't a lack of things to talk about.

The business already had the product, the history and an established reputation through farm shops. But that wasn't translating online.

Social media posting had been inconsistent.

There was no clear positioning behind the content, no real story connecting one post to the next and very little connection between the brand customers might discover in a farm shop and the brand they would find online.

For an ecommerce frozen food business, that disconnect mattered.

The opportunity wasn't simply to start posting more consistently. It was to give Supper Club a clearer identity online and build a content strategy around the reasons customers would actually choose the product.

Building trust through organic social media

As with any organic social media strategy, visibility was only part of the job. The other part was trust.

A potential customer might discover Supper Club through a post, see the products in a local farm shop, hear about the business through somebody else or come across the brand while actively looking for convenient meal options.

Whatever the first touchpoint, social media becomes somewhere customers can go to validate the business before making a purchase.

That meant the content needed to build a consistent picture of who Supper Club is, the quality behind the meals and the people and experience behind the business.

Showing the chef behind the food, talking about the heritage of the business, communicating where products were stocked, sharing customer experiences and consistently reinforcing the quality and convenience of the meals all contributed to that.

Not every organic post needs to directly generate a sale.

Some content exists so that when somebody does reach the point of considering a purchase, they have already seen enough evidence to trust the brand.

That's where organic social media becomes part of the wider customer journey, rather than simply a channel that needs feeding with content.

Finding the story behind the product

The first stage wasn't creating a content calendar; it was understanding the business.

Supper Club sits at the intersection of two things customers don't always expect to find together: convenience and quality.

The meals offered the ease of having something ready in the freezer, while still being chef-made and rooted in the heritage and experience behind the business.

That became an important part of the positioning.

We created customer avatars around the people most likely to buy and the situations that would make Supper Club valuable to them. Rather than treating every potential customer in the same way, we could start connecting the product to genuine pain points and buying motivations.

We also looked at how the existing offline presence could become part of the online story.

Being stocked through farm shops and wholesalers wasn't separate from the ecommerce brand. It was evidence of the business already existing in the real world, with a product people were choosing, stocking and eating.

The social media strategy needed to connect those two sides of the business.

From posting content to building a recognisable brand

From there, we introduced a much more consistent approach to organic social media.

But consistency wasn't simply about posting more often.

We developed repeatable formats and themes that allowed different parts of the Supper Club story to appear regularly, while still giving us enough flexibility to respond to products, seasons, customer needs and what was happening within the business.

One of those areas was bringing the people behind the food onto social media.

Behind-the-scenes content with the chef helped turn a frozen meal from something customers simply saw packaged online into something they could understand had knowledge, experience and people behind it.

Product content could then sit alongside customer pain points, the heritage of the brand, stockist content, behind-the-scenes stories and the everyday situations where having a high-quality meal ready in the freezer solved a genuine problem.

Instead of asking "What can we post this week?", there was now a reason behind what the business was communicating.

The results

Across the client relationship, the change was reflected in how people interacted with and discovered the brand online.

• Facebook content interactions increased by 438.2%.

• Facebook visits increased by 123.4%.

• On Instagram, profile visits increased by 562.3%.

• Across the wider social presence, reach increased by 153.9%.

The percentages are useful, but the more important change was what sat behind them.

The business had moved from inconsistent posting without a clear narrative to a social presence built around recognisable positioning, customer needs and the wider story of the brand.

More people weren't simply seeing content. More people were interacting with the business and actively visiting its profiles after seeing it.

The bigger lesson

Supper Club is a good example of why we don't believe a social media strategy should begin with a list of things to post.

A business can have a great product, years of experience, loyal customers, retail stockists and countless interesting stories and still look relatively ordinary online if none of that is being communicated.

That's why our work starts by getting into the nitty-gritty of the business:

What are customers really buying?

Why do they choose this business?

What does the business have that competitors can't simply replicate?

What happens offline that customers online aren't seeing?

What stories are already sitting inside the business that nobody is telling?

For Supper Club, we didn't need to manufacture a story. The story was already there!!

Our job was to find it, position it and turn it into a digital presence that gave more people a reason to notice the business.

That's the difference between simply being present online and building visibility with purpose.